Video as a means of presenting your organization has become increasingly important. Effective video has always been a powerful method of delivering a message, but in the past it was limited to specific occasions or limited audience presentations.
Of course, to be an effective message there are many components. The overall storyline and message provide structure, flow, and impact. The script or cut of voiceovers and interviews should support the plot and flow. Images may be a combination of film footage, interviews, still photography, graphics, and figures presented through animation and illustrations. Music and ambient sounds bring life and, whether carefully selected or written specifically for the video, pack an emotional punch and flow. Be sure to include a closing video that has a specific “Call to Action” and a link to your website or a specific web page where people can take action: participate, donate, volunteer, join, or whatever is appropriate.
Once your video is produced, there are now many options and places to get it out to your target audience. You can put the video on DVD and use it in your media press kit; you can send the dvd as thank you to sponsors and donors – or send to encourage new donors and sponsors. You can create a web version of the video and play it on your own website. Drive new traffic and audience by creating a channel for your organization on YouTube and be sure to add keywords, categories, descriptions, and links from your website. Be sure to use a full range of marketing communications mix to harness the full power of the web. Post articles about why you made the video, press releases for partners and sponsors who collaborated with you on the production. Add posts to your blog. Email your customers, partners and affiliates and ask them to watch the video online and send the link to your list to create viral interest.
You can follow the action from your own website’s tracking statistics, on YouTube check INSIGHTS to show the geographic distribution and what other sites are linking to the video. You want to encourage this as all of these methods broaden the reach of your message.
Now, however, video has gone mainstream and is an effective part of the marketing mix. Videos can now be used to reach a wide audience. If you want to educate, inform, activate, promote your cause, videos are now a primary method to help you do it.
This blog Looking Ahead to 2009: 10 Predictions for Online Video has some interesting insights into past and future scenarios for video. So what’s in store for web video in 2009? Here are ten things you can expect to see in the next twelve months.
An impactful video can be an important part of your communications plan.